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Psychological research shows people judge an entire experience largely based on its most intense moment (peak) and how it ended, rather than an accurate average of the whole thing.
Why the Ending Matters So Much
A mostly smooth process that ends with a frustrating error is often remembered more negatively than the overall experience actually warranted.
Designing a Strong Ending
A genuinely satisfying confirmation screen, a thank-you message, or a small delightful touch at completion leaves a disproportionately positive lasting impression.
Managing the Peak
If a process inevitably includes a difficult moment (a required but tedious form section, for example), addressing it thoughtfully matters more than the many easier moments surrounding it.
